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Finalist

The Tackle HIV Campaign

by Advocate Marketing Communications for ViiV Healthcare

Summary of work

The Tackle HIV campaign is a public education partnership started by former welsh rugby star Gareth Thomas CBE, ViiV Healthcare and the Terrence Higgins Trust (THT). Bringing together a strong advocate and well-known public figure in Gareth (Alfie) Thomas, someone who has worked tirelessly to remove the stigma surrounding the virus and to help others with the prejudice associated with HIV since he announced his positive status in 2019, together with ViiV, a science led organisation entirely focussed on eradicating HIV, and the Terrence Higgins Trust, the UK's leading sexual health charity.
HIV is still misunderstood and because of that stigma still exists. Most people living with HIV have experienced stigma in one form or another – from being excluded or shunned by family and friends to being discriminated against at work or elsewhere, or being verbally abused.
The fear of stigma prevents people from getting tested and seeking healthcare, which increases HIV’s grip on people who are most at risk.
That’s why Gareth teamed up with ViiV Healthcare to launch the Tackle HIV campaign with the Terrence Higgins Trust supporting as the charity partner.

To date, the program has successfully generated and leveraged data through newly established channels and partnerships with engaged stakeholders. The program has already successfully influenced clinical practice and policy at global, country and clinic levels via novel insights and targeted, patient-focused solutions. Adherence is gaining the attention it has long needed, and real-world outcomes will improve as a result.

Judges’ comments

Tackle HIV is a powerful and memorable campaign resulting from a strong charity partnership with the Terrance Higgin Trust. It was well-thought through, detailed and clear. It garnered huge support and was put on the public health map. It is clearly early in its development and the judges look forward to seeing it grow.